6 DIMENSIONS OF MESSAGING EFFECTIVENESS

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This presentation includes the actionable information you need to improve messaging across the 6 Dimensions of Messaging Effectiveness: Alignment, Relevance, Uniqueness, Consistency, Recall and Value.

In this presentation OnMessage shares specific methods and tools for assessing critical aspects of each dimension and specific steps you can take to improve the impact your messaging has in the market. The information and insight shared during this event will enable you to evaluate and answer fundamental questions like…

> How closely aligned is our messaging with our business strategy?
> Does our messaging resonate and connect with our target audience's needs?
> Is our messaging ownable and truly different than our competitors?
> How can we deliver our messaging across the organization on a more consistent basis?
> Is the message we are sending really what our target audience is hearing?
> How quickly and clearly are we communicating the value we deliver?

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6 DIMENSIONS OF MESSAGING EFFECTIVENESS

  1. 1. ABOUT YOUR HOST: James F. O’Gara is a seasoned marketing professional and entrepreneur. At OnMessage, Mr. O’Gara is responsible for building collaborative relationships with clients that result in highly effective go-to-market, messaging/positioning, and demand generation strategies. As the president and founder of OnMessage, James brings a wealth of entrepreneurial, strategic marketing, and business leadership expertise to every client engagement.
  2. 2. DID YOU KNOW?According to research among executive B2Bdecision makers:Conversations with prospects account for53% of the reason they decide whether tochoose your company over your competition.
  3. 3. YET IT’S STAGGERING THAT...Only 3% of B2B sales and marketingprofessionals use a repeatable processwhen creating messaging across theenterprise.Source: Marketingprofs.com
  4. 4. WHY IS THIS WHEN MESSAGING HASPROVEN TO BE A DIFFERENCE MAKER?Companies that develop and infuse effective messaging:- outpace other firms in quota achievement by 25%- have win rates that are 20% higherSource: CSO Insights Study
  5. 5. WE BELIEVE IT COMES DOWN TO...philosophydisciplinecommitment
  6. 6. We believe … messaging is strategic and intrinsicallylinked to financial performance.We believe … messaging must be woven into the fabric ofthe organization and delivered consistently throughout thecustomer experience.We believe … messaging management is a journey thatrequires the unwavering support of leadership. There areno short cuts.
  7. 7. ALIGNMENT RELEVANCE UNIQUENESSCONSISTENCY RECALL VALUE
  8. 8. ALIGNMENThow closely aligned is our messaging with our business strategy?
  9. 9. ALIGNMENT How closely aligned is our messaging with our business strategy? SALES MODELS AND ORGANIZATIONSchallenge:major changes in the business TARGET MARKETScreate gaps between your story: CUSTOMER REQUIREMENTSwhat you do, what you offer, andthe customer experience. PRODUCTS AND SERVICES COMPETITIVE PRESSURES LEADERSHIP AND GROWTH STRATEGY
  10. 10. ALIGNMENTHow closely aligned is our messaging with our business strategy? VISION / STRATEGY PRODUCTS (how has it changed?) (are new products, features part of our story?) your BUSINESS GOALS (does our messaging strategy align with key SERVICES (are hard/soft services represented inalignment business drivers?) messaging?)checklist: SALES PROCESS (does messaging tie to sales strategies, stages and activities?) MARKETS geographies)?) TARGET AUDIENCE COMPETITORS (are we speaking to the most critical decision (are there new players? what advancements have they made?)
  11. 11. ALIGNMENTHow closely aligned is our messaging with our business strategy? your ESTABLISH BASELINE conduct strategy alignment session with key executives (1/2 - 1 day) action CONDUCT AUDIT plan audit your messaging across all communication vehicles. compare and contrast. identify gaps. CONNECT THE DOTS state of the business” and your messaging.
  12. 12. RELEVANCEdoes our message resonate and connect with customer needs?
  13. 13. RELEVANCE does our message resonate and connect with customer needs? GOV/INDUSTRY REGULATIONS BUDGET ALLOCATIONSchallenge: JOB RESPONSIBILITIESpeople change. preferences BUSINESS PROCESSESchange. priorities change. your PURCHASING PRIORITIESmessage must keep pace. DOWNSIZING / REORGS NEW TECHNOLOGIES MARKET DYNAMICS CUSTOMER REQUIREMENTS STRATEGIC INITIATIVES KEY PERFORMANCE METRICS
  14. 14. RELEVANCEdoes our message resonate and connect with customer needs? KNOW WHO your make sure your message speaks directly to these individuals.relevance KNOW WHATchecklist: clearly identify what you do or provide that is the most meaningful to them. KNOW WHY describe in practical terms why they need/must have what you are offering. ensure this is at the forefront of your message and delivered consistently.
  15. 15. RELEVANCEdoes our message resonate and connect with customer needs? your SURVEY CUSTOMERS craft and launch a survey to assess the current needs of target audience. action VALIDATE WITH PROSPECTS plan shape key messages that align what you do with these needs. test these messages in controlled surveys or interviews with prospects. INFUSE & MONITOR decide how these messages will play a role in your overall message. infuse core messages into a fully aligned messaging platform. conduct relevance assessment surveys on an annual basis.
  16. 16. UNIQUENESSis our message ownable and truly different from our competitors?
  17. 17. UNIQUENESS is our message ownable and truly different from our competitors? “it’s our “it’s QUALITY” PEOPLE” can you demonstrate and everyone says this. what ischallenge: substantiate better quality in a way that makes it about your people that a difference to your customer? makes a difference to the customer?common. it takes discipline andcreativity to establish and “it’s our SERVICE” customers expect good service. its a baseline. how can you communicate quality of service or experience without the customer experiencing it?
  18. 18. UNIQUENESS is our message truly different from our competitors? OWNABLE is there an element of what you do or offer that is truly different? can others in your industry claim to provide the same thing? your is this uniqueness quickly and clearly communicated in your message? DEFENSIBLEuniqueness checklist: TRUE does everyone believe in and deliver this message with passion?
  19. 19. UNIQUENESSis our message ownable and truly different from our competitors? your compile a key messages comparison chart between you and your competition. action plan REALITY CHECK keep it real by surveying customers. validate if they see this aspect of your business as truly meaningful and different from others. LOCK AND LOAD lock in on your point(s) of difference and ensure they are consistently conveyed in all communication vehicles.
  20. 20. CONSISTENCYhow consistently is your message delivered inside andoutside of your organization?
  21. 21. CONSISTENCY how consistently is your message delivered inside and outside of your organization?challenge: “It’s time for P&G to rethink what its one message should be. For an organization known for its superior marketing and business discipline, it’s time for it to focusmessaging when not managed on one unique and meaningful message. We call this the “meaning message,” aand monitored takes on a life of concise, commonly understood statement that highlights the true meaning of the organization and which serves to inspire and provide direction.”its own. it becomes a barrier toengagement and businesssuccess.
  22. 22. CONSISTENCY how consistently is your message delivered inside and outside of your organization? WHO YOU ARE your does your company clearly and consistently answer this question: “we are a ...?”consistency WHAT YOU DO when you describe what you do - do you use consistent words and terminology? checklist: WHY SHOULD CUSTOMERS CARE customers need or should want your product/service?
  23. 23. CONSISTENCYhow consistently is your message delivered inside and outside of your organization? INSPECT WEB PRESENCE your the most basic yet powerful step you can take is to audit your web presence. how many different ways do you state who you are, what you do and the value you action deliver? this will be quite telling. to improve consistency dimension these must be stated in a clear, consistent manner across all customer touch points. plan EVALUATE COLLATERAL review messaging across all communication vehicles (collateral, press releases, presentations, etc.). look for inconsistent language, style, personality. INTERVIEW EMPLOYEES deliver as an organization.” if these answers are inconsistent - you can bet the rest
  24. 24. RECALLis the message you are sending really what your audience hears?
  25. 25. RECALL is the message you are sending really what your audience hears? CLASSIC OGILVY ADchallenge:consumers are hit with 300 to3000 messages each andevery day. how can you makeyour message memorable?
  26. 26. RECALLis the message you are sending really what your audience hears? STREAMLINE your get to the point as quickly as possible. recall SIMPLIFY look for ways to make the message easier to consume: remove the cliches, me toochecklist: verbiage, and industry slang. SEQUENCE evaluate the sequence of your story and be sure you are making quick, logical connections between the various layers/level of your messaging.
  27. 27. RECALLis the message you are sending really what your audience hears? your interview customers and prospects. ask them the one word that comes to mind action when they think of your company. if there is a positive common thread - make sure this language is present in your messaging. plan ISOLATE THE NOISE review your messaging and identify the non-value added content that is not sticking in the market place. gut it immediately. LEVERAGE REPETITION
  28. 28. VALUEis the value you deliver clear and compelling to your target audience?
  29. 29. VALUE is the value you deliver clear and compelling to your target audience?challenge:establishing differentiated value 75% marketing and ofis a challenge in and of itself.once in place - getting people to salespeople arestick with it can be even harder. unable to consistently and effectively articulate their value propositions. Marketing Alignment Benchmark Study ~ Holden Corporation
  30. 30. VALUEis the value you deliver clear and compelling to your target audience? IS THERE ONE messaging? Yes I said 1 ... not 10. your CREATE ONE valuechecklist: a common thread. can it be bubbled up and still be meaningful. one core value is critical. STICK WITH ONE conduct training and education classes across the enterprise to make it stick.
  31. 31. VALUEis the value you deliver clear and compelling to your target audience? KEEP IT CLEAR your make sure your value is clearly stated - not buried in your story. leverage visuals and action other methods of communicating value (testimonials, metrics, etc.). plan KEEP IT CONSISTENT your core value. communicate it the same way consistently across all communication vehicles. KEEP IT CURRENT people change. priorities change. make sure the value you communicate remains relevant and compelling to your target audience. keep asking if it is meaningful and true.
  32. 32. ALIGNMENT RELEVANCE UNIQUENESSCONSISTENCY RECALL VALUE
  33. 33. ESTABLISH A STRATEGICMESSAGING MIND-SET IT IS MORE IT IS AN INSIDE IT TAKES THAN WORDS OUT JOB COMMITMENT For too many years, Anything worth doing is Messaging must be woven messaging has been driven worth doing right. There are into the fabric of your by tactics and vehicles (i.e. organization. It is no longer no short cuts. Strategic we need a new ad, new sales presentation, new brochure). messaging management is This fragmented, ad hoc responsibility. Messaging a journey that requires the must be delivered unwavering support of to harness the true power of consistently throughout the senior leadership. It means messaging. We believe entire customer experience. taking the time to lay the messaging is strategically Every interaction is an necessary groundwork and opportunity to strengthen consistently manage its performance. And it can make your market position or lose application. the difference between market share. market laggards and market leaders.
  34. 34. ONMESSAGE. WEB: itsonmessage.comIt embodies our singular purpose and mission… PHONE: 214.438.1106 EMAIL: jogara@itsonmessage.comTo change how leaders infuse messaging into their company,culture and customers.OnMessage is a messaging infusion company with a proven model for helpingyou develop a clear, compelling and consistent message. Our methodologyneeds to create a messaging platform that elicits optimal engagement acrossall communication channels. This methodology, when combined with ouremployee training programs and demand generation services, enables you toachieve the highest return on every connection you make by infusing effectivemessaging into your company, culture and customers.
  35. 35. thank you.

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